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Ftcom Struggling In The Us

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Sep 11 2007 12:00am EDT

FT.com Struggling in the US

Paul Kedrosky has a fascinating list of the most popular business websites in the US. Yahoo Finance is tops in both visitors and time per visitor, with a unique audience of almost 17 million, each of whom spends an average of more than 23 minutes on the site. The Wall Street Journal comes in fourth, with a healthy 8.5 million visitors and a time per visitor of 22 minutes – impressive, considering that most of the site is behind a subscription firewall. I'm sure that if it goes free it could become the number one site quite easily.

Interestingly, the atrociously-designed Bloomberg.com does well, with 3.5 million visitors. Meanwhile, the biggest flop is surely FT.com, with a mere 1.8 million visitors spending a bottom-of-the-league-table 3 minutes when they visit the site. If the FT is genuine about its ambitions to become a global franchise, the website has to do much better than this. Going free might not be sufficient, but it certainly seems to be necessary at this point.

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